Australian rugby league team the New South Wales Blues has signed a main sponsorship deal with Brydens Lawyers and a kit supplier partnership with sports apparel company Canterbury.
The Blues’ three-year deal with Brydens Lawyers will result in the firm’s branding appearing on the front of the team’s shirts. The team will also officially be known as the Brydens Lawyers NSW Blues from 2018.
Principal of Brydens Lawyers, Lee Hagipantelis, said: “The NSW Blues is beyond doubt the strongest sporting brand in the state and we think that Brydens Lawyers is the strongest legal brand. Brydens Lawyers has invested significantly in rugby league in NSW for some time and there was an inevitability to Brydens Lawyers joining with the NSW Blues as the naming rights partner.”
The length of Canterbury’s deal with the Blues was not disclosed but it will at least cover the 2018 season.
Health insurance company Nib and Sydney-based hotel and casino complex The Star have also signed three-year extensions to their shirt sponsorship deals with the Blues. The branding of Nib and The Star will continue to occupy the sleeve and back-of-shirt spaces, respectively.
The deals come after the Blues in August announced a four-year shorts sponsorship deal with Sydney-based brewery Tooheys.
NSW Rugby League added that an “exciting new partnership” would be announced in the coming weeks.
The Blues compete in the annual State of Origin series against a representative team from Queensland.